Creed Foodservice has revealed its trends for the coming year, with the core macro trend – Adapt to Survive – reflective of the current climate.
Led by Insights Manager Anna Clapson, Creed has streamlined its 2025 trends around this one core macro trend, with six trends dovetailing out of it.
The wholesaler has revealed that although consumer confidence is increasing and growth within the Eating Out Market is set to accelerate at around 2.4% from 2024-2027[1], uncertainty remains and operators are branching out from their norm and adapting to survive.
Price sensitivity around energy and food, staffing, government policies and industrial action are all factors inhibiting foodservice[2], with Kate Nicholls, chief executive of UKHospitality, recently calling the recent budget the ‘latest blow’ for hospitality businesses, with the sector facing being hit with an increased annual tax bill of £3billion[3].
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In addition, the wholesaler has also brought to life how each trend is prioritised amongst the different generations:
Baby Boomers (1946-1964)
Generation X (1965-1980)
Millennials (1981-1996)
Generation Z (1997-2009)
Generation Alpha (2010-2025)
Speaking on the 2025 Trends, Clapson said: “It’s an interesting period, as we’re seeing glimmers of hope as consumer confidence slowly starts to return, but equally operators are still facing economic and operational challenges. That’s why we have anchored around the core macro trend of ‘Adapt to Survive’ as everything stems from this.
“We’ve also taken a slightly different approach with linking back to the generations. We’re aware those working within the care sector are catering for a very different audience as those in schools. Equally, pubs and restaurants are also facing their own unique challenges, and so we wanted to help operators understand how important the different trends are to their own consumers.”
Creed’s six trends include:
Consistent Quality: Nearly three quarters (73%) of consumers are quality-led and a further 86% think quality has a price, with consumers increasingly happy to pay more for higher quality. Although key for all consumers, we see this trend a high priority amongst Baby Boomers, Gen X and Millennials in particular. Operators are emphasising quality through item descriptions on menus, highlighting fresh ingredients or specialist-sourced cheeses. Even the way something is prepared, such as ‘hand-stretched dough’ with pizzas, creates a sense of quality to the consumer.
Personalised Experience: With consumers still watchful of expenditure, when they do eat out, they want to experience dishes that are exactly how they like them. Nearly two thirds (62%) of consumers are experience-led and this is a high priority for the younger generations (Alpha and Z), driven largely by them seeking experiences they see on social media. Operators are looking at ways to elevate their guest’s experience, drive loyalty and leave them wanting to come back for more.
Reshaping Value: With the extended period of economic volatility, consumers are looking at things differently and reshaping their own version of ‘value’. Whilst lower ticket items will always appeal, there is also more emphasis being placed on perceived value for money – something which is a priority across all generations. With 77% of consumers value-led[4], finding ways to highlight this is key. Flat Iron Steakhouse offers a flat iron steak with sides and sauces for £14 which is lower than the average menu price, meal deal offers like pizza and a drink for students to encourage footfall on quieter days is commonplace, and within care homes and schools the hospitality areas are being revamped to show value through the surroundings.
Future Planet: This is an ongoing trend that is not going away. 63% of consumers are very sustainability-conscious[5] and nearly half of grocery and foodservice professionals are prioritising sustainability initiatives in their businesses[6]. Brands are wise to shout about their eco-efforts, as this does play into consumers’ purchasing decisions. Wildfarmed regenerative flour is making its way into retail and restaurants with it being used in staple dishes, farm to table restaurants – such as Native Restaurant in Worcester – offers hyper seasonal dishes, and operators shining a light on the sustainable credentials of their food and drink suppliers is all being seen.
Choose Health: A key consideration for operators will be bringing solutions that deliver not only on taste and value but also nutrition, with 42% of consumers very health conscious[7]. This is being played out across all sectors and is considered a priority amongst all the generations. This is being seen in education, where 96% of parents would welcome their child’s school offering a menu that provides nutrients that support brain function[8], in pubs and bars with Manchester’s first ever alcohol-free bar and café Hinterland opening, and with jellied sweet treats designed to boost hydration with added electrolytes and vitamins ideal for the care sector.
Harnessing Digital: Over a third of businesses (37%) are prioritising digitalisation in the next 12 months[9] , and with AI systems and robotic equipment on the rise, digital is a key trend next year. Unsurprisingly, this is one of the top priorities for Gen Z and Alpha, who have been born into a digital world, gradually decreasing in priority through the generations.
